Two channels. One search. Zero excuses

Most brands now engage in organic and paid search to a greater
or lesser degree, but most do so with little understanding of the
interaction between the two mediums, and therefore fail to
acknowledge that search is one medium and not two and should be
managed as such for maximum return.

The key differences between organic and paid listings are more
about the mechanics that power them than how searchers actually
engage with them. For the consumer they are simply using Google,
Yahoo, or Bing, and not algorithmic listings or sponsored ads.

We at Greenlight, have found that managing the medium as one can
increase budget efficiency by 30% on average. Ultimately,
search is two channels within a single medium with
huge gains to be had if this fact is reflected in their management.
Read more here